In the swirling activity of marketing automation, many marketers have pushed B2B messaging off the stage. But this is one of the biggest mistakes a marketer could make. While useful, automation software cannot replace marketing imagination.

Messaging is critical to your B2B marketing and branding success

It puts your brand into the mind of the market. David Ogilvy, the father of modern advertising, called it the “Image of the Brand.” Rosser Reaves called it the “Unique Selling Proposition.” Trout and Ries call it, “The Battle for the Mind.” In layman’s terms, it’s differentiation. In B2B technology marketing, it’s the clear, distinct “something” that places your brand above the others in the buyer’s mind. B2B messaging is what your brand represents.

Dr. Theodore Levitt of Harvard strongly hinted at messaging’s importance in his seminal book, “The Marketing Imagination.” His point was simply this — after you have done all your research, implemented your marketing automation software, optimized your website, and done your SEO diligence, then what? What’s the Big Idea that separates your brand from the rest? At the core, this big idea Levit is talking about is a unique strategy and unique messaging.

The vital piece of B2B messaging

Over the 40 years we’ve worked with B2B technology marketing, marketing tactics and B2B media have constantly changed. But the need for quality, distinctive brand messaging never changes. Whether communicating online, offline or mobile, distinctive, clear, and consistent integrated messaging throughout all of your marketing initiatives is what separates the winners from the losers.

So, what is great B2B messaging anyway? Everyone is trying to use relatable language and images. Many marketers just say what they want to say. Nothing more, nothing less.

However, you’ve probably heard the saying, “It isn’t what you say, it’s how you say it.” That couldn’t be truer. Additionally, it’s whom you say it to. The most important piece of marketing messaging is understanding the audience — what they want, what they need, and how you can best provide that for them.

Every brand wants to be the customer favorite

Competitors have similar products and similar marketing goals. All brands want to somehow be different from the others in a positive way. Quality B2B messaging creates that difference. It isn’t about bragging and boasting. It conveys a sense of true brand value and believability in a way that commands attention and respect. Don’t accept anything less. Get your B2B messaging back where it needs to be. Center stage.

All marketing tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating all tactics, the programs become more effective and cost efficient. An Integrated marketing communication plan helps you meet real business objectives – generate leads, grow revenues, gain market share, and become the leading brand.

Courtney Feairheller is a Digital Content Specialist at Schubert b2b. She graduated from Lafayette College with a B.A. in English. When she's not working, you can find her re-reading Harry Potter or taking way too many photos of her 4 cats and 3 dogs.

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